Visual Content on a Shoestring Budget
•
13 j'aime•2,017 vues
This document provides guidance on content marketing strategies on a shoestring budget. It recommends analyzing target audiences and competitors, creating a content framework based on upcoming trends and hooks, generating ideas using brainstorming techniques, producing content by hiring freelancers, and promoting content through outreach to journalists and bloggers. The focus is on curating existing content to create listicles, mindmaps, flowcharts and DIY infographics to earn links from referring domains on a low budget.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (16)
Similaire à Visual Content on a Shoestring Budget
Similaire à Visual Content on a Shoestring Budget (20)
Dernier
Dernier (20)
Visual Content on a Shoestring Budget
- 1. KAIZEN 92Infographics In 12 Months (That’s 1.8 a week!)
- 5. KAIZEN
- 6. KAIZEN WHERE WE’VE GOT LINKS IN THE PAST YEAR
- 7. KAIZEN
- 8. KAIZEN Content Marketing on a Shoestring Budget
- 9. KAIZEN PETE CAMPBELL / KAIZEN • Founder / Managing Director • Kaizen is a team Content Marketing & Technical SEO specialists • “Rising Star of the Year” (Travolution Awards) • 6+ Years in Agency & In-House Roles • Built first website at 11 • Ran several high-traffic video gaming sites • Proud owner of a Game Boy Colour
- 10. KAIZEN THE CONTENT MARKETING DREAM Audience & Competitor Analysis Content Calendar Pitch Cat-Themed Infographic Production Signoff The ‘BIG’ Launch Blogger & Journalist Outreach ????? Earns 1 Million Links
- 11. KAIZEN WHAT REALLY HAPPENS Audience & Competitor Analysis Content Framework / Calendar Pitch Cat-Themed Infographic Production Signoff The ‘BIG’ Launch Blogger & Journalist Outreach ????? Earns 1 Million Links “Why do we need creative content?” “How is this relevant to us?” “How will cat pictures help rankings?” “Make the logo pop more, needs branding” “Sandra in accounts wants the text bigger” “How many links will this get us?” “That’s the PR agency’s job. No Thanks” “Can you make it go viral. K thx bye” “Awesome! Let’s try a Zombie Infographic”
- 12. KAIZEN
- 13. KAIZEN MAIN COMPETITOR CLIENT http://www.semrush.com/ - Organic Competitor Report CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT”
- 14. KAIZEN CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT”
- 15. KAIZEN http://www.semrush.com/ - Domain vs Domain Report CLIENT CLIENT: “WHY DO WE NEED CREATIVE CONTENT?” YOUR ANSWER: “BECAUSE YOUR MAIN COMPETITOR IS KICKING YOUR ASS WITH IT”
- 16. KAIZEN
- 17. KAIZEN CLIENT: “WE DON’T HAVE THE BUDGET”
- 18. KAIZEN 4 CURATED CONTENT FORMATS Listicles AKA “Buzzfeed” Mindmaps Flowcharts DIY Infographics http://ww.piktochart.com 1. Curate the most relevant information about a topic into one single location. 2. Add your own unique spin e.g. design, opinion, interactivity 3. Do it right and you’ll end up creating something of real added value YOUR SOLUTION – CONTENT CURATION
- 19. KAIZEN https://www.twolittlefleas.co.uk/amazing- marriage-proposals/ 15 Referring Domains LISTICLES (OR VIDEO PLAYLISTS)
- 23. KAIZEN OUR CONTENT MARKETING PROCESS Audience & Competitor Analysis Content Framework Idea Generation Production Outreach INPUTS ! Objectives, Loves & Hates Target Sites & Opportunities 3-6-5 Brainwriting & Idea Filtering Static / Interactive Content Journalist Pitches OUTPUTS !
- 24. KAIZEN AUDIENCE & COMPETITOR ANALYSIS
- 25. KAIZEN YOUR CONTENT FRAMEWORK UPCOMING HOOKS (AUTUMN/WINTER) • Halloween • Christmas • Barbie Doll Day • Chips Day TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello TARGET CUSTOMER • Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter social competitions. • Employed (low end wages), unemployed or stay at home parents • Likely to have children VALUES & EMOTIONS • Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family • TOWIE • Cereal Day • X Factor • Made in Chelsea
- 27. KAIZEN 1. Who is a typical customer? (LOL HAI, A/S/L?) 2. What do they love / hate about your product? 3. What stops them from buying your product? 4. What emotions do they associate with your product? 5. What magazines & websites do they read? 6. What else are they interested in? ASK YOUR CLIENT THESE 6 QUESTIONS
- 28. KAIZEN DECIDING TOPIC & THEMES
- 29. KAIZEN 1) USE BUZZSUMO TO FIND MOST SHARED CONTENT IN YOUR NICHE http://www.buzzsumo.com/
- 30. KAIZEN 2) MAKE A LIST OF UPCOMING ‘TRENDS’ https://www.daysoftheyear.com/
- 31. KAIZEN INSTALL SCRAPER FOR CHROME CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
- 32. KAIZEN EXPORT TO GOOGLE DOCS CLICK ME Scraper for Chrome - http://bit.ly/LXBbSI
- 33. KAIZEN 3) TRY WORD ASSOCATION FOR TOPICS & THEMES 1. Which 25 sites would you really like a link from? 2. Do your homework on those 25 and cut the list to 10 • Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic”
- 34. KAIZEN WHO ARE YOU GOING TO GET LINKS FROM?
- 35. KAIZEN 5) MAKE A LIST OF YOUR KEY PUBLICATIONS 1. Which 25 sites would you really like a link from? 2. Do your homework on those 25 and cut the list to 10 • Do they actually link to third-party sites? site:dailymail.co.uk intitle:"Infographic” • Have they linked to your competitors? site:dailymail.co.uk intitle:"Infographic” + "Insurance" • Search your topics • Make a list of relevant Journalist names
- 36. KAIZEN site:dailymail.co.uk intitle:"Infographic” + "Insurance"
- 37. KAIZEN AND HERE’S YOUR KEY PUBLICATIONS LIST
- 39. KAIZEN YOUR CONTENT FRAMEWORK UPCOMING HOOKS (FEB/MARCH 2015) • Brit Awards • Pancake Day • Valentines Day • Barbie Doll Day • Chips Day TARGET PUBLICATIONS (TIER 1) • Daily Star • The Express • Digital Spy • Gawker • Sky • Mashable • OK! / Hello TARGET CUSTOMER • Aged 25-45 • 80% Female • They also play the lottery, buy scratch cards and enter social competitions. • Employed (low end wages), unemployed or stay at home parents • Likely to have children VALUES & EMOTIONS • Aspirational • Big dreamers • Fun & laughter • Excitement & pure bliss • Friendship & family • TOWIE • Cereal Day • Britain’s Got Talent • Easter
- 40. KAIZEN
- 41. KAIZEN CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “BECAUSE WE’RE TALKING ABOUT RELATED TOPICS THAT YOUR CUSTOMERS LOVE”
- 42. KAIZEN CLIENT “HOW IS THIS CONTENT RELEVANT?” YOUR ANSWER: “…AND WE’RE MUCH MORE LIKELY TO EARN BIG LINKS THIS WAY” Credit Cards Technology “25 Reasons The Apple Watch Sucks”
- 43. KAIZEN HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY & COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”
- 44. KAIZEN TONS OF NON-KEYWORD RICH ANCHOR TEXT HOW WILL THIS HELP OUR RANKINGS? YOUR ANSWER: “BIG LINKS = DOMAIN AUTHORITY & COMBINED WITH AWESOME ON-PAGE/TECH SEO, WE WIN”
- 46. KAIZEN “How Do You Come Up With a ‘Good’ Idea?”
- 47. KAIZEN You Need Shit Ideas First 010
- 49. KAIZEN 6-3-5 Brainwriting 108 Ideas in 30 Minutes
- 50. KAIZEN 6People
- 52. KAIZEN 5Minutes
- 54. KAIZEN WHAT IT LOOKS LIKE
- 55. KAIZEN YOUR IDEA NEEDS TO HAVE AT LEAST 2 OF THESE WHICH IDEA IS THE BEST?
- 56. KAIZEN http://www.coolblades.co.uk/hub/face-shape/ 44 Referring Domains• Social Currency • Public • Practical
- 58. KAIZEN HIRE THE A-TEAM ON A B-TEAM BUDGET
- 61. KAIZEN SET YOUR RULES OF ENGAGEMENT 1. HTML5, Responsive Design or Go Home 2. Put the Content on a Seperate Micro-Site 3. Unique Look & Feel, No Corporate Brand Colours/Typography 4. Below The Fold Client Logo 5. Break Content into Digestible Chunks – Lists, Sub-Headings, Paragraph Breaks 6. Visualise Every Detail (GIFs, Photos, Data Viz)
- 62. KAIZEN USE OPEN GRAPH TAGS TO INCREASE CTR • Open Graph Tags let you pre-populate text & rich media on Facebook, Twitter & LinkedIn – OG:Type – OG:Locale – OG:Title – OG:Publisher – OG:Description – OG:Image (1200px by 630px ideal for Facebook) • Twitter Card Tags – Twitter:card (summary_large_image) – Twitter:site – Twitter:domain – Twitter:creator – Twitter:title – Validator: https://dev.twitter.com/docs/cards/validation/validator/ http://ogp.me/
- 63. KAIZEN http://visual.ly/ KEEP THE COST DOWN – USE AN EXISTING STYLE
- 64. KAIZEN http://www.colourlovers.com/ AND GIVE IT A FRESH COAT OF PAINT
- 66. KAIZEN AND ENJOY THE RESULTS TOTAL COST - £129
- 67. KAIZEN
- 68. KAIZEN CLIENT: HOLD RIGHT THERE! • This needs to have our top & bottom navigation • Our logo needs to be added top-left • Needs our brand colors • Our customers don’t use capital letters – get rid
- 69. KAIZEN YOUR ANSWERS: 1. Bloggers & Journalists don’t link to Advertising for free (unless it’s truly amazing e.g. John Lewis Xmas ads) 2. We’ll earn more coverage this way, and still make more people love your brand 3. If it’s about your product & services, we’ll house it in the main site
- 70. KAIZEN OUTREACH
- 71. KAIZEN GO BACK TO YOUR KEY PUBLICATIONS LIST
- 72. KAIZEN FIGURE OUT THEIR EMAIL ADDRESSES + +
- 73. KAIZEN 1) MAKE EMAIL ADDRESS VARIATIONS IN EXCEL
- 74. KAIZEN 2) COPY & PASTE INTO GMAIL PASTE HERE MATCH J NOPE
- 75. KAIZEN NOW YOU’VE GOT YOUR LIST OF EMAILS
- 76. KAIZEN NOW YOU’VE GOT YOUR LIST OF EMAILS YOU DIDN’T SEE THE EMAILS. OK?
- 77. KAIZEN 3) PITCH THE JOURNALIST WITH THIS TEMPLATE SUBJECT: Soap Awards Story? Hey Caroline, Just wanted to run a idea by you, We’ve just launched a brilliant list of British Soap Stars When They Were Young featuring all the classics like Peggy Mitchell and new favorites like Rosie Webster Link: http://www.twolittlefleas.co.uk/soap-stars/ I think this would go down a storm on The Metro if you’d like to share it in some form, especially as it’s the ITV Soap Awards this Sunday. It’s had over 300 social media mentions to date! Two Little Fleas is an online bingo community with a passion for creating cute and quirky apps, lists and tools. Our stuff has been recently featured in the Radio Times, HuffPost Comedy & Lifehacker. Thanks Caroline let me know what you think, Pete CASUAL OPEN THE SELL THE HOOK CREDIBILITY
- 78. KAIZEN WHAT’S THE HOOK? 1. Seasonal Event or Occasion 2. New Trend 3. Statistics 4. It’s Bigger & Better
- 80. KAIZEN “Where do I get their number?”
- 81. KAIZEN
- 84. KAIZEN AGENCY? USE A MEDIA DATABASE http://www.featuresexec.com/ http://www.cision.com/
- 85. KAIZEN INCREASE YOUR CHANCES 1. Offer as an Exclusive 2. Create a Supporting ‘Media Alert’ 3. At Least 3 x Follow Ups
- 86. KAIZEN LIFT OFF!
- 87. KAIZEN
- 88. KAIZEN